Content is king,
Good Content works,
Content is the reason why audience looks at a brand,
All such whys and wherefores say that content marketing is important for all kinds of businesses. That’s apparently why we see most of them spending big budgets on social media campaigns, videos, infographics and other kinds of content.
While it is inevitable for brands to have a solid content marketing strategy, measuring the results of each content they produce with a motive to reach certain user is equally important.
There is a goal associated with each type of content developed by a business, be it a blog post, video, or a small social update. It becomes all the more important to evalaute how your content performs if your business survives on a strong content strategy.
This applies to both, a freelance photographer who uses Facebook page for business or big brands like Amazon, Apple, Uber, that own traffic-rich websites and have a huge online presence. Both do it for more exposure, new visitors, branding, and sales improvement.
Not all of the blog posts, videos, social updates reap equal and expected return.
The returns of content marketing heavily depend on performance analysis of content that you produce and distribute over a routine basis. Use the following performance analysis strategies to review how your marketing fares online.
Blog posts are the most common type of content generated and consumed on web. Blogging helps an entrepreneur engage with the target audience while improving the search ranking of the website. If you are not yielding expected returns from blogging, it’s time to improve user experience of your blog to get maximum shares and enhanced user engagement.
Check the following to ensure that your blog posts have attained set goals effectively:
a) People who shared you post on social media
b) Inquiries received from a blog post (potential customers)
c) The keywords for which the blog post ranks well on search
To check for which keywords your post is ranking on Google at which place, use tool like spyfu.com and semrush.com. Visit https://www.semrush.com/ and enter the post url in search bar (as shown below)
And, if you are a little tech savvy, you can search targeting keywords manually or can explore Google webmaster search analytics.
d) Increase in the number of newsletter subscribers
e) How many times your post has been hyperlinked on someones’s blog/website or the URL suggested/recommended in conversations anywhere on web (back links).
View below how you can check links using Webmasters Tool:
Google Webmasters → Search Traffic→ Links to your site
For more accurate and speedy results, take paid subscription of tools like ahrefs.com and Majestic SEO.
g) CTAs: To identify CTAs that work, keep a track of traffic generated from Call-To-Action placed on your blog. Add query string in the CTA URLs to track this traffic. You can check this using Google analytics. Simply click ‘Behavior’ and view all pages.
h) Commenting: The number of comments received, interactions occurred under your posts tell enough about the engagement aspect of your content. Take seriously, if you are getting none.
Reviews are an excellent source of information for those seeking knowledge about a specific product. They are preferred by many and are important for entrepreneurs to spread the word about their products/services. The following factors qualify a product review for the set of productive content:
Infographics is a popular form of visual content that make a digital marketing campaign successful. It is one of the best ways to create awareness about a business and increase the number of followers on social media platforms.
Well-designed infographics ask for less effort and get quickly grasped by users. To know whether your infographic content has left an impact, stick to following:
a) First, of all make sure you publish it on your official/company website, a dedicated landing page or on your blog in case nothing else is available.
Do reverse-image-search. It will help in cases where people use your content but do not give you a link back. You can contact them to get a back link.
Number of daily visitors and global brands on YouTube, the world’s second largest search engine, testify the fact how videos can delight your customers more than anything else.
Most advertisements and testimonials perform really well among target audience when created in the form of a video. Videos are an excellent medium to educate a person about a brand while earning their trust. Below are few ways you can check how a video is performing on YouTube:
a) Besides reviewing number of channel subscribers, shares, comments on a daily basis you can check your YouTube video stats using YouTube analytics (shown below).
b) Check number of views, comments, likes at one place
c) Review Demographics of Audience to know which set of users you have reached with a particular video.
d) Check traffic Sources
e) See how many times your video got embedded in other posts. Click ‘Playback Location’in YouTube analytics for this.
f) Track CTA Clicks through query string (as mentioned above for other content types)
g) View how many times a video gets added to playlists or Favorited
Businesses thrive on trust and case studies are one of the best mediums to help build trust. It helps ecommerce sites the most in attracting well-qualified leads and endorsing their services/products. Case studies also educate potential consumers about how a company can help them. The success of such content type depends on the following:
Content marketing is an continuing process; typically you will always have scope of improvement. The best practice (followed by marketing experts) is to plan your next content based on the success rate of you last piece. After such continuous moves, you have a clearly defined approach that aligns with long term goals and ensures success.
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